Steven Woodliffe
Design Director at McCann Health
London, Reino Unido
TítuloUrban Eye Test (Film Case)
Agencia
Campaña Urban Eye Test
Anunciante OCO Optomoetrist
Marca OCO Optomoetrist
Fecha de primera difusión/publicación
Sector Empresarial Ópticos
Filosofía Almost 2 million people in the UK are living with some form of sight loss. For over half of these, a simple sight test would help. A routine eye test with an optician can also help in identifying other health conditions, such as diabetes or high blood pressure.
A study by the UK College of Optometrists found that while over half of UK adults view eye tests as “very important” to their health, 1 in 4 people in the UK haven’t been for an eye test in the last 2 years, and 5 million haven’t been for an eye test in the last 10 years, or are unsure when they last had one at all.

The reality is that whilst we believe eye health is important to us, we don’t do anything about it. We wanted to change this and disrupt the audience to take action.

During Oct 2018, coded floor panels were placed on streets and sidewalks around Central London, becoming diagnostic tools for poor eyesight by encouraging Londoners to check their eyesight using the urban environment around them. Each site was assessed by an optometrist, and we used pub signs, shop signs, clock towers, road signs & murals, challenging the public to read them.

A QR code tagged to each location allowed users to instantly book an optometrist appointment, so we could monitor how people’s on-street diagnosis became actual eye tests.

We placed the floor panels in high footfall locations and tailored the 'challenge' on each panel with something locally relevant.
Medio Ambient
Duración
Head of Client Services
Worldwide Chief Creative Officer
Director ejecutivo de creación
Creative Director, Copywriter
Design Director

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